I just finished a writing up front-end follow up process (series of emails) for a client in the property management business.
Here’s the situation…
He’s getting inquiries via direct mail, office visits, and from his website from people looking to rent out their place for passive income.
When I asked him how long it normally takes to connect with a lead, he told me that if he is to get these property owners on the phone, it needs to be in the first 3-5 days.
Because after that, there’s a diminishing return on effort (follow up) and result (phone calls). In other words, getting a hold of them becomes really hard.
So the problem we’re trying to solve is that…
When leads come in, he isn’t always able to follow up with them on the same day.
Sometimes it’s 3 days until he can follow up with them. Or sometimes he completely forgets.
So what we needed was a way to follow up with these people without him having to remember to do it.
Enter the 5-Day Email Sequence!
To solve this problem (follow up with leads immediately to start conversations without him having to remember), I looked at what worked for other clients in similar industries…
And after some thinking and brainstorming, I said, Ok, Fred, what I suggest is to create a series of email messages that you would normally send IF you could get yourself to do it.
But rather than just create these messages, we’re going to create triggers and automations (via Active Campaign) so that these emails go out without you having to send or write any emails.
This means every new person who enters your world will get these emails.
And because these emails aren’t written to throw up a bunch of information. Instead, they are written to start a dialogue, it’ll be just as if you were sending them yourself, which means your follow up gets done without you really doing anything.
More importantly, now Fred can focus on having conversations with those who respond, instead of having to remember to follow up with people and having people slip through the cracks because he’s busy with the operation side of things.
You might think that this is just about writing some emails. Truth is, it isn’t just about writing some emails. Everybody can do that.
But not everybody can write emails to strategically attract prospects / clients to you instead of you having to chase them.